Jovoy

A DREAM. I was so excited to visit Jovoy, as there are so many brands I can’t sample locally. The customer service from Maria (I think! From Argentina) was incredible - I was given guidance but left to wander and sample by myself so I could make my mind up. Stunning surroundings, immaculate displays, a great range. Heaven for fragrance lovers. Had a lovely chat at the till and, to my great excitement, was given some samples to take home. Can you imagine?! I’ve ordered the most exquisite perfume online, as I travelled to London with hand luggage, but next time I’ll be back with a suitcase for all of the perfumes I’d like to buy. Thanks so much for an excellent experience today. Gillian (from Scotland! 🏴󠁧󠁢󠁳󠁣󠁴󠁿)

The best niche perfume shop in London. I am a repeat customer and every time the service has been great. The staff are very knowledgeable about perfumes and can help you narrow down your choices but are also fine for you to browse unaided as you wish. The shop is a treasure trove of brands that you can't find anywhere else and it feels like going into a luxurious apothecary. Every time I go in there, I find about 3-5 perfumes that are amazing. And thankfully for my wallet, Jovoy Mayfair sells samples of perfumes for a good price so you can take home the perfume samples and test them out at home. And if you're lucky, you may even be able to check out secret lower floor

If you are a niche perfume expert or lover like me, this place is literally your heaven. I visited here in a sunny Friday and stayed for almost 2 hours but still can’t smell everything I am interested in. There are so many niche brands that you can’t find in other stores or places. Highly recommended to find some special and unique products here but it is good to do some research before coming since so many people are looking confused here and don’t know the brands here

Perfume lovers’ paradise. A pretty sizeable collection of perfumes. Lovely and friendly staff, great service. You can try anything in the store at you leisure 👌🏼

I was looking for a quality perfume and found this place. The place is quiet. The door was locked, I had my first practice for the last 2 years. The door was locked for selected visitors, as I understand. There are more than 80 brands. The staff can help you to choose.

Me and my partner came in here seeking out some very niche fragrances! We are visiting from the states and guys this place has AC!! It made shopping here so much more comfortable. Crystal and Mariko were a dream team between both of them we just told them notes and things we liked and they were experts in guiding us to what we would like. Come in and shop here you won’t be disappointed.

A really lovely experience! The staff are so knowledgeable and patient, and though I couldn't buy a bottle due to travelling with hand luggage only, I was able to purchase some decanted samples. Highly recommend to anyone who would like to smell some amazing things in a relaxed and welcoming environment.

It’s very difficult to remember a time when I DIDN’T know the existence of this treasure trove of niche goodness. I do know that at some point, when I was having informal perfume chants with strangers, I seem to always ask if they knew about Jovoy and why they should go there. As the staff there may attest, I’ve been there many times to enjoy the perfumes I’m already familiar with and to hopefully find some new ones. Their selection of brands is really good and I don't think my knowledge of niche perfumery would be what it is without those choices.. The staff are really knowledgeable and enthusiastic about perfumes and will always tell you what they actually like themselves and what they hope to add to their collection. All, in all a place you should definitely experience on your perfume journey